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How to create meaningful real-time customer interactions

Customer experience is core to today’s business strategy, and real-time customer insights inform a better experience. Yet only 23 percent of businesses are integrating customer insights in real time across channels. Go from simply knowing which offer and channel to understanding the context of customer interactions – what is their intent, how can you engage them, and how can you provide real value?

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How to create meaningful real-time customer interactions

  1. 1. Maximizing Moments of Truth Creating Meaningful Real-Time Customer Interactions
  2. 2. Getting a complete view of customers at any moment is anything but easy. Let’s Change That TM
  3. 3. Who should read this white paper? • Marketers who want to use analytics to make customer interactions more meaningful • Analysts looking to better understand a customer’s contextual data in the moments of truth What will you find? • Examples of customized offers calculated in real-time from contextual data • Best practices for capitalizing your customer’s moments of truth
  4. 4. About the Author LISA LOFTIS specializes in customer experience management (CEM), customer relationship management (CRM), business intelligence (BI) and analytics, data governance and data strategy initiatives. Lisa speaks frequently at national and international conferences, has co-authored the book Building the Customer-Centric Enterprise (John Wiley & Sons) and publishes frequent articles across a variety of industry publications
  5. 5. “Listen more than you talk. Nobody learned anything by hearing themselves speak.” – Richard Branson Introduction
  6. 6. Reacting to our customer’s “moments of truth” will require unique, personalized responses in real time that transcend traditional marketing and span channels and devices. This is more than marketing maturity: it’s the new marketing imperative.
  7. 7. Tale of Two Offers “It was the best of times, it was the worst of times.” – Charles Dickens, A Tale of Two Cities
  8. 8. Jason’s Journey Jason goes shopping
  9. 9. Jason goes shopping While waiting for salesman, he uses the mobile banking app on his smart phone to check interest rates for an auto loan, then swipes to checking account for balance.
  10. 10. Jason goes shopping Bank’s mobile channel recognizes Jason and sends request to Real-Time Decisioning Engine (RTD). requested offer
  11. 11. Jason goes shopping RTD applies business rules – eliminates the top scored offer of HELOC because the current channel is mobile. Sends next best offer and a relationship review to the mobile channel. Information about Jason is retrieved from the real-time data store and sent to RTD.
  12. 12. Jason goes shopping Jason accepts offer and sets an appointment. returned offer
  13. 13. Jason goes shopping Bank standard auto loan rate does not match the dealer’s. Jason gets loan from dealership. Bank misses opportunity for auto loan.
  14. 14. Moments of Truth – Moments of Now “Forever is composed of nows.” – Emily Dickinson
  15. 15. Jason goes shopping In context Jason goes to a car dealership to test drive and buy a car. Jason’s Journey in Context
  16. 16. Jason goes shopping In context He uses the mobile banking app on his smart phone to check interest rates for an auto loan, and then compares them against dealer financing.
  17. 17. Jason goes shopping In context Bank detects Jason’s web action as event and sends info to RTD. requested offer
  18. 18. Jason goes shopping In context RTD re-orders scored pre-optimized offers to fit situational context, offers discounted auto loan and suggested relationship review to Jason’s phone. Information about Jason is retrieved from real-time data store – including the fact that he recently paid off a prior car loan.
  19. 19. Jason goes shopping In context Jason accepts offer – gets loan from bank and sets appointment for review call. returned offer
  20. 20. Jason goes shopping In context Several days later, Jason “likes” the bank on Facebook.
  21. 21. Unraveling the Mystery A wonderful fact to reflect upon, that every human creature is constituted to be that profound secret and mystery to every other.” – Charles Dickens, A Tale of Two Cities
  22. 22. Recognizing and reacting to micro-moments requires a confluence of contextual data Jason’s Journey in Context
  23. 23. Customer Relationship Context Is the support of this company relevant in the near future? • Customer Life Cycle • Products/Services Ownership • Purchase History • Predictive Analytics
  24. 24. Personal Context Is this important to me in life? • Preferences • Attitudes • Social Connections • Psychographics • Expressed Needs
  25. 25. Real-Time Context - Situational Is there something I need right now? • Web Search • Visit to Webpage • Purchase • Call to Call Center • Mobile App • Location
  26. 26. The Path to Real-Time Optimization “And a beautiful world we live in, when it is possible, and when many other such things are possible, and not only possible, but done.” – Charles Dickens, A Tale of Two Cities
  27. 27. Participants in a recent Forbes Insights Study reported the following impacts from using analytics to optimize data-driven CX initiatives:
  28. 28. Faster decision making Better analytics mean better decisions 62% 51% Better insight into and a common view of enterprise customers 49% Managers and employees are more confident about their decisions
  29. 29. Greater engagement with customers Engaged customers buy more 49% 47% Increased sales/revenues 44% More repeat business from customers
  30. 30. Cost savings/more effective use of marketing budget Improved organizational effectiveness 37% 36% Greater collaboration between departments 32% Ability to react more quickly to market changes
  31. 31. Make optimization iterative Measure effectiveness and refine processes before expanding the program. Best Practices How to Capitalize on the Moments of Truth
  32. 32. Put data in the driver’s seat Establishing scope, breadth and integration of data for customers and interactions is critical. Best Practices How to Capitalize on the Moments of Truth
  33. 33. Map the moments of truth The journey map is a good way to identify those moments of truth that will have significant impact on the customer experience. Best Practices How to Capitalize on the Moments of Truth
  34. 34. Invest in automation It would be virtually impossible for a large or medium sized company to deliver results without a robust technology platform. Best Practices How to Capitalize on the Moments of Truth
  35. 35. sas.com Maximizing Moments of Truth Creating Meaningful Real-Time Customer Interactions Get your free copy

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